The AMA SF Marketing Hackathon didn’t start as a large-scale event – it began as a simple question: what would it look like if marketing was learned the way it’s actually practiced?

Too often, marketing education leans heavily on theory. Case studies are discussed, frameworks are taught but the opportunity to apply that thinking in a real, time-bound, and slightly messy environment is rare. The idea was to create something more immersive: a space where people could collaborate, think on their feet, and build strategies that had real-world relevance.

Sukriti Khosla and Irene Sanchez brought this idea to life by designing and launching the hackathon as a hands-on marketing experience grounded in real challenges. From the outset, they made a deliberate choice to partner with non-profits organizations with meaningful missions but limited access to strategic marketing support. This ensured the experience created value on both sides: participants gained real-world exposure, while organizations walked away with actionable ideas.

What began in San Francisco as a focused pilot quickly demonstrated its potential. Teams showed strong engagement, solutions were thoughtful and practical, and the format proved that impactful marketing work could be developed within a single day. That early success validated the model and laid the foundation for growth.

Since then, the hackathon has expanded across the Bay Area as a recurring AMA SF initiative, bringing together a growing community of participants, mentors, and industry leaders. Executives from companies like AMD and NVIDIA are participating as judges this year, and many attendees return year after year – reflecting the continued value of the experience.

At its core, the hackathon remains rooted in its original vision: creating a space where marketing is not just discussed, but practiced. What started as an idea has evolved into a platform for experiential learning, community building, and real-world impact.

Over time, the outcomes have extended beyond the event itself. Participants have used their hackathon work to build portfolios, pivot careers, and deepen their confidence as marketers. Non-profit partners have taken ideas forward, implementing campaigns and strategies developed during the sessions. And perhaps most importantly, a sense of community has formed –  one that continues to grow with each iteration.

What makes the AMA SF Marketing Hackathon particularly compelling is not just the output, but the mindset it fosters. It reinforces that marketing is as much about curiosity, adaptability, and collaboration as it is about frameworks and execution. It creates space for experimentation without the fear of failure, while still anchoring the work in real impact.

Looking ahead, the opportunity is not just to scale the hackathon, but to continue refining what experiential learning in marketing can look like. As the industry evolves — with new technologies, shifting consumer behaviors, and increasing expectations for impact — spaces like this become even more valuable.

The hackathon began as a question. Today, it stands as a working answer — and an open invitation for others to rethink how marketing is learned, practiced, and experienced.

Ready to Compete?

The AMA SF Marketing Hackathon 2026 takes place on Friday, April 24, 2026, from 11:00 AM to 6:00 PM at UCSC Silicon Valley Extension in Santa Clara. This year’s event brings together marketers, creatives, and technical experts to develop real strategies for Bay Area nonprofits. Meet like-minded marketing wizards, build new marketing skills, and make a measurable impact in the community. Hear from last year’s winning team here.

Whether you’re a seasoned strategist or stepping into your first collaborative sprint, this is what hands-on marketing looks like. Register now at hackathon2026.amasf.org and find out what you’re capable of when the clock starts ticking!